WALL STREET JOURNAL BESTSELLER ampamp WINNER OF 20 INTERNATIONAL BOOK AWARDSThe highly anticipated 10th edition of the groundbreaking innovation book NonObvious ampampndash featuring ten all new trend predictions for winning the future. Introducing a book about what it really takes to predict the future by getting better at understanding the accelerating present.What can the quirky rules of Icelandic hot tub etiquette and the unexpected celebrity of a Michelinranked food stall in Singapore teach you about the future of business and cultureThe answer may not be all that obvious and thatampamprsquos exactly the point.For the past decade innovation expert and marketing professor Rohit Bhargava and his intrepid team of trend curators have produced one of the most widely read annual trend forecasts in the world the NonObvious Trend Report.Whether you are among one of the more than 1 million readers of a previous edition of this report or not this completely updated new edition features an unprecedented look behind the scenes at the authorampamprsquos awardwinning ampampldquoHaystack Methodampamprdquo for identifying the ideas and insights others miss by learning to collect ideas the way most people collect frequent flier miles.You donampamprsquot need to be a futurist or innovation expert in order to learn to think like one. In this book youampamprsquoll not only learn how to use the Haystack Method yourself but also read insights about how to leverage the ten forecasted megatrends to grow your own business or propel your career.The key to winning the future lies in better understanding the present.